By Rebecca Harris

Foster’s Group will this weekend (May 16 and 17) descend on the Victorian city of Ballarat to shoot a new ad campaign for VB which will celebrate Australia and all that it encompasses.

The campaign will be the largest shoot Ballarat or the brand has ever seen.

Fosters’ lips are sealed on what exactly the ad will feature, but brand communications manager Dan Holland said that it would celebrate the different types of Australians we are all familiar with.

“It captures groups of Aussies, who share pastimes, professions, a passion, or some other left-of-field connection,” he said.

“It has that familiar VB feel – down to earth, uniquely Australian – but it’s definitely pitched at today’s drinker.”

VB has an iconic place in Australian beer history and is well-known for many of its earlier campaigns, including the launch of the talking David Boon Doll, the beer-bottle orchestra and everyone’s favourite slogan: “A hard-earned thirst needs a big cold beer”.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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